Marketing Terms

A sub-category of the order getter sales classification in which salespeople are responsible for all aspects of building customer relationships from initial sale through to follow-up account servicing.

A component of the Total Product offered by the marketer, this represents part of the product that is used (i.e., product features) as well as other elements that are included such as branding, packaging and labeling.

A type of dependent channel arrangement where a single channel member, such as a leading brand manufacturer or large retailer, has achieved a significant power position and dominates the decisions that occur within the channel.

A concept in advertising (and promotion in general) that suggests that the existence of a large number of advertising messages within media outlets (e.g., television, newspaper, radio, etc.) makes it difficult for viewers to recognize and remember specific messages (e.g., ad for specific brand).

A component of the Total Product offered by the marketer, this represents goods and services that surround the Actual Product in order to provide additional value to the customer’s purchase and include guarantees, warranties and training services.

A market pricing method that is not only used to set a product’s initial price but also determines whether production is viable since this method begins by first using research to determine what customers are willing to pay and from this working backwards (factoring out costs) to assess production viability.

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